Kim Gehrig's wonderful oner for 100 years of Never Knowingly Undersold
Saatchi & Saatchi celebrates a century of John Lewis's famous promise in a 100-second, 100fps journey through the fashions and culture of Britain.
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Credits
View on- Agency Saatchi & Saatchi/London
- Production Company Somesuch
- Director Kim Gehrig
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Credits
View on- Agency Saatchi & Saatchi/London
- Production Company Somesuch
- Director Kim Gehrig
- Editing Trim
- Post Production Selected Works
- Color Trafik/Los Angeles
- Sound 750mph
- Music Wake The Town
- Music Soundtree Music
- Chief Creative Officer Franki Goodwin
- Executive Creative Director William John
- Group Creative Director (Social) Caroline Paris
- Creative Director Brodie King
- Senior Creative George Coyle
- Senior Creative Sam Simmonds
- Senior Creative Director Sam Oliver
- Director of Production (HP) Sam Robinson
- Senior Integrated Producer Lizzie Mabbott
- Integrated Producer (Social) Izzy Woods
- Executive Producer Tash Tan
- Producer Jacob Swan Hyam
- Production Designer Mark Connell
- DP Philippe Le Sourd
- Editor Tom Lindsay
- Editor Jacques Simon
- Executive Producer Noreen Khan
- Producer Tatyana Alexandra
- VFX Creative Director & Shoot Supervisor Francois Roisin
- VFX Supervisor Peter Hodsman
- VFX Shoot Supervisor Amber Frisenda
- Executive Producer Alex Fitzgerald
- Senior VFX Producer William Howland
- Senior VFX Producer Louise Cherry
- Colorist Ricky Gausis
- Color Producer Hugh Copeland
- Sound Designer Sam Ashwell
- Sound Designer Jake Ashwell
- Sound Mix Sam Ashwell
- Music Supervisor Dominic Bastyra
- Music Supervision Jay James
- Music Supervision Colin McIlhagga
- Music Supervision Oak McMahon
- Music Editor Luke Fabia
- Senior Music Producer Neil Athale
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Saatchi & Saatchi/London
- Production Company Somesuch
- Director Kim Gehrig
- Editing Trim
- Post Production Selected Works
- Color Trafik/Los Angeles
- Sound 750mph
- Music Wake The Town
- Music Soundtree Music
- Chief Creative Officer Franki Goodwin
- Executive Creative Director William John
- Group Creative Director (Social) Caroline Paris
- Creative Director Brodie King
- Senior Creative George Coyle
- Senior Creative Sam Simmonds
- Senior Creative Director Sam Oliver
- Director of Production (HP) Sam Robinson
- Senior Integrated Producer Lizzie Mabbott
- Integrated Producer (Social) Izzy Woods
- Executive Producer Tash Tan
- Producer Jacob Swan Hyam
- Production Designer Mark Connell
- DP Philippe Le Sourd
- Editor Tom Lindsay
- Editor Jacques Simon
- Executive Producer Noreen Khan
- Producer Tatyana Alexandra
- VFX Creative Director & Shoot Supervisor Francois Roisin
- VFX Supervisor Peter Hodsman
- VFX Shoot Supervisor Amber Frisenda
- Executive Producer Alex Fitzgerald
- Senior VFX Producer William Howland
- Senior VFX Producer Louise Cherry
- Colorist Ricky Gausis
- Color Producer Hugh Copeland
- Sound Designer Sam Ashwell
- Sound Designer Jake Ashwell
- Sound Mix Sam Ashwell
- Music Supervisor Dominic Bastyra
- Music Supervision Jay James
- Music Supervision Colin McIlhagga
- Music Supervision Oak McMahon
- Music Editor Luke Fabia
- Senior Music Producer Neil Athale
Having a tagline, nay a promise, that lasts an entire century is no mean feat, so it's understandable that John Lewis isn't knowingly underselling us on the craft of its new anniversary commercial.
Set to an original cover of Sonny & Cher’s 1967 track The Beat Goes On, reinterpreted by Mike Skinner, Tableau sees 100 years of fashion, culture and era-defining moments journeyed through at 100fps, with 100 performers and 100 products elegantly captured by Kim Gehrig’s camera.
Chock-full of Easter Eggs from campaigns and style-moments past, all wonderfully choreographed and detailed, the impressive Saatchi & Saatchi and Somesuch production ends with a striking Pieter Bruegel-esque composition, capturing the grandeur of the work in its entirety.
Beyond the hero film, the campaign extends through TV cut-downs and TikTok and Instagram activations, each highlighting John Lewis touchpoints of Style, Beauty, Tech and Home.
“It’s been 100 years since our brand promise, Never Knowingly Undersold on quality service and price, was introduced- a distinctive promise to our customers that is woven into our heritage,' explains Rosie Hanley, Brand Director, John Lewis Partnership. "This campaign is a celebration of that enduring commitment. The incredible artistry and bold production of the film, featuring 100 products and a brilliant modern soundtrack from Mike Skinner, beautifully captures John Lewis’s role in the fabric of British life from car boot picnics to festivals and fetes.
“John Lewis and the Never Knowingly Undersold promise has been a beacon of aspirational British life since 1925," adds Franki Goodwin, Chief Creative Officer, Saatchi & Saatchi. "As a part of the fabric of our culture we wanted to weave something wild and wonderful together that celebrated every first pram, wedding list, party dress, tea cup, side table, toy and toaster that’s made the last 100 years so very ‘us’.
"A hugely ambitious integrated production and true collaboration with our brave and brilliant client partners.”
